Social Media Marketing Insights

[Music] [Music] summer do will be nice know after lunch so I want you guys I want to take a quick poll how old do you guys think LinkedIn is shout your answers no prices 10 15 5 8 7 so somewhere between 4 and 10 is what I'm here 15 I'm hearing okay Facebook 8 and 10 okay closer on the money I think they they'll tell you Twitter [Music] you guys call yourselves digital people really huh toar okay but there was a reason apart from insulting you there was another reason I was asking this today is a special day for one of these people take a guess take a guess happy birthday twit thank you that's a pleasant surprise thank you more you have more pleasant surprise coming up March 21 2006 first tweet ever Happy Birthday to you Happy Birthday to youy birday happy birthday to you thank you that's very over thank you okay after having made them or at least Twitter happy today first question for each of you what is the dumbest dumbest thing you've seen a brand do on social media you can choose to answer for your platforms or for each others that's perfectly all right you can mix it up as well but the dumbest thing Brands and or agencies have done on social media that you've seen that You' like us to stop doing please anyone sure go ahead um so Ki I'll talk about two things right so on one hand um we have brands that come to us and they ask us um you know can you change that comment button to let's say my brand message or can you change the color of the Facebook page uh to my brand page um and I and I look at them and I look at their Big Brand guidelines book lying in their room and I say really uh this is what you want us to do so that's on one hand right um on the other hand I also want to talk about when you think about the theme of what not to do on social media I think the biggest thing and this is more of a them so I hope it's applicable more broadly to the audience is actually not to think of us as social media right but to put us right alongside all of your other Mass awareness platforms television radio print uh quick stats right over 93 million people on Facebook on a monthly active basis 75 on mobile 41 on a daily active basis so reach that's comparable to the top 5 GCS higher than the largest radio channel daily reach that's five times higher than the largest English daily and you know K I think people intellectually get those numbers and they say of course you know we can see that we can see the numbers but the the the thing is about translating that understanding into action and the question that I would like to ask is are you translating That Into You know the same level of scrutiny the same level of planning the same level of emphasis um as you think about how is it that you build your brand and business objectives on a platform like Facebook as you do with your other Mass awareness channels so that's what I'd like to to highlight fair enough to think of us as a reach medium not a not the metrics I think is what K is saying so we'll talk about that a little more later I think you know and I can give you one example just to illustrate that right so uh Vaseline they did uh uni labor they did their Vaseline Lip Therapy launch just this winter it's a very recent example uh and they Ed Facebook as a central part they used we partnered with milver brown OMD was a great partner to really measure the results so you know thinking about and that's a common question that comes up when people start thinking of us as the mass of Channel they ask me uh they say okay but you know we don't know how to translate fans and pag into business results and it's about you know don't use those as business as as your business metrics but use what did you do on brand awarness what did you do on purchase int and you know that's what we were able to prove with campaigns like Nishant so if I think about dumb is I think um probably you you've seen examples of this where people ignore what's going on on social media either they ignore it or they ask a question they get a response they didn't expect in them screens um so you've seen it with you know International campaigns like Netflix dominoes Etc and it hurts them pretty fast pretty hard so I think that's uh they kind of myopic in the way they think about it um I've had seen so many examples with our team where uh they've actually paid for the campaign but they're not ready to go live with their with their micro site and so on and so forth so you know sometimes it's just the operational snafus where one side of the brand is not talking to the other side those are you know in know I I'm happy with my team that pushes back and says okay we're not going to launch because you know you're not ready uh so that was always good uh but you know I think to pick up sort of on what Kaa was saying thinking about social and digital not as a channel but I would go even further and say as a mindset it's how we think how you design say a mobile Campaign which is simple and and streamlined how you think about building virality in your into your campaign irrespective of what channel you use becomes so important so effective that I think thinking of us and investing as us not just in you know this EXP ental social bucket but thinking of us as a as a full channel uh I think is good um probably one other piece I'll pick up and and Pastor Barry is a lot of Brands think that the brand or the product needs to be in the Forefront which is completely changing we were talking about this at stream a couple weeks ago of how the brand you know what social has enabled is conversations to happening and conversations to be happening between two people that you know you trust and the brand becomes a facilitator of that conversation and ongoing engagement so thinking about us in that light uh I think becomes very very important I mean City Bank is a great example where for professional women just targeted on LinkedIn the group where they can actually just have a conversation and they've seen the uplet in their metrics you know 50% increase in uned brand awareness 32% increase in consideration but they never talk product once so I think it's it's possible to do it before you go bar I'd like to warm it up a little more Nishant and kid been reasonably polite to Brands and agencies uh let me fess up at kot some of the dumb things we've been doing and I can fess up because I know from April 1 we're fixing it uh one of the things that is really dumb which we do is we have customer service on Twitter but 5:00 p.m. Friday we switch off 9:00 a.m. Mondays when we come back on because it's like escalations right it's only people who are really upset with us who going to ride we can deal with them on Monday morning it's okay it's not like the call center where he's calling and I have to handle it right then and there so that's been uh a journey of learning for us the other dumb thing that I've seen us do is when uh a guy from for example and this is a real live example you can probably go find it for yourself from dadon comes to our Facebook page and says I want to open an account with kotak what do I have to do I know he's from derun right so if I was smart what I would do is go check up if I have a branch in dadun find the address ideally find the branch manager's number and right write back to him saying this is who you got to call or even better give me your number I'll get him to call you so you'll know he's calling etc etc what we have been doing for the longest time is templated if you'd like to open an account here's the link to the apply now page blah blah blah so Brands can be incredibly Dum now Barry having set it up do you want to stick the knife in a little deeper you know Frankly Speaking between the three of you you've covered all Ds you covered the spectrum of dumbness I don't have anything to say now just joking so I I think I'll say two things here so you guys have made a great points I think two things uh one uh and I won't call it dumb but you know one thing that trap that Brands fall into is to try to be who they are not on social media which is we see that very often uh brands have a preconceived notion of either trying to be funny or cool or trying to be too perfect on social media uh you don't have to be that way people on social mediums prefer authenticity more than Perfection they prefer to talk to humans and not be our machines and Brands often fall into the Trap of trying to be just too perfect saying the right thing and making sure there are absolutely no mistakes so one thing that we encourage Brands to do is to think of their brand as a human being what kind of human being will they be is he a friendly neighbor is he a knowledgeable uncle is he um you know a parent what do you think is the voice of your brand and try to use that voice on your social media account uh the brand the way it exists on social media should not be in conflict with what it's doing outside of social media that's one number two is uh brands also fall into this trap of asking for things wanting people to buy buy buy uh you know in in form about the products right from day one uh we think that's not the right way to go about doing it your social media account is like a deposit and you got social currency now how do you create social currency by first giving and depositing in that account you provide things that are relevant useful to people uh without asking for it that's how you will create a deposit and the good form to First give give give and then take you know then ask for something but first create a deposit this is a social currency and you want to use it wisely so a be who you are it's okay to be authentic and imperfect people are not looking for for Perfection uh B make sure you have enough deposit in your social currency account before you debit from it super great advice I think but to pick up on be who you are you know uh and this was discussed in just an earlier panel on content uh before lunch brands that uh naturally have great content like media Brands a sports brand or a GC brand they are or contast or whatever all of them have they naturally have great content and therefore engaging with social media followers Etc comes naturally comes easily there's a wealth of good content available to play with dull boring Brands who have a as diali put it earlier drought of content banks for example I would argue detergent Brands Financial Services in general obviously so we resort to the plain old thing of using Bollywood cricket and uh music to fall back on and engage that's right that's fine right no I have a point of VI but whoever want for it so I I I I think it's it's it's fine but know there's fine but which is uh if Bollywood social media Cricket is in um alignment with what you doing offline it's great but if you're not doing this Hollywood social media Cricket or whatever otherwise and all of a sudden you introduce it in your social media platform people will see a dissonance and it will conflict with your brand personality and uh that's not good user experience uh if even if you do not have uh you know cool content you're not a cpg brand uh we believe there are two things any social media message should have number one uh and it could be either of these two things or both one is practical value second is an emotional core an emotional value now think about the message you are putting on social media it should a either have practical value or it should have an emotional value if it has neither of those then probably it will not be accepted by people people won't like it if it has both fantastic if it has one of these that's great but think about it you know there is a you know out in the world there is a storytelling battle going on it's all about the supply and demand of attention and you got to have a strong story to tell and the way you tell your story is to either provide practical value or provide emotions but having neither and just going for some Buzz wordss is probably not the right way to go about it so maybe I'll build on a slightly different aspect of that he talked very well about what to say right um I think the content marketing boom that's happening is scaring Brands because they're viewing this word of content as this huge mountain to climb as you were saying some have you know assets versus m and I think what you have to realize is that the nature of social media is not like cycle time is not in years we're talking about seconds and minutes and if you think about that what you need is just snackable content something that is insightful in that moment and adds value to me um and then you know do you do that over time and so if you think about that the fact that you don't have repositories of of content is actually an opportunity cuz I find with you know brands that have um a lot of content and white papers and all they're trying to push this long form content but that's not you know how social people want to engage on social they want the snackable insight and then they will go further if it's relevant to them so think about about making it relevant and think about just you know making it snackable other good ways is that you know you don't have to be the owner of the content necessarily obviously please don't go violating copyrights but delivering the relevant message to your target audience that you think may be useful so for financial brands for example delivering an insightful article on how do you manage personal finances to you know someone who's looking for for wealth management is useful you may not have authored the content but you're facilitating that and and the you know member in this case gives you fos or value for it so I think you have to demystify content from being this huge Behemoth that you don't know anything about to just you know thinking about it as an individual for yourself what would you find useful something small something short and curating that content and become the curator rather than the Creator in all cases obviously you should have some I'd like to step in there before we go to k you know and I uh Financial Services is what comes naturally to be I find that while the notion of providing useful advice on where to invest or how to plan your finances and all theoretically it sounds right but I have a deep suspicion that while hanging out on social media nobody wants to do that it's like if someone asked me if I was watching National Geographic or Discovery I would of course say yes but what am I actually watching I'm watching uh what is it Kardashians or whatever right is that what you're watching is that putting it out there I'm a cool brand see you know I think it comes down to uh something important that I'm hoping we'll talk a little bit about is that context matters the same content doesn't work in all the environments all of us sitting up on the stage and I suspect a lot of you use all these social networks but use it differently we have you know our context is different so yes when you're going to hang out with your friends and family and keep in touch with them you know a super heavy message may not be appropriate or you're looking for Real Time Communication going back to something that's completely may not matter but in a professional context what we found is that that people are coming to us because they are looking for insights which are a little bit more professional how do we get more productive as a professional so it does resonate but it's not like in the real time context and so on so I think tailoring your message to what you know the audience needs and that mindset is is important so you can have your you know both ways fair enough yeah you know I want to stress on the uh authenticity base right uh if you're cond asked you're sure a user might want to hear from them every day but let's say connected to you know another extreme let's say you're connected to your dentist and they have know there's millions of smbs on uh Facebook so do you really want to hear from your dentist every single day anyone anyone yeah so you know you it's really about being who you are and figuring out what is it that the user wants to hear from you and it does not mean that you have to have like a daily hourly hting strategy uh and what we talk about is make sure that you identify the content pillars of what is it that you want to engage uh the user on so for example for a financial services company maybe you have one pillar which is around Financial advice you know how do you think of life insurance investing Etc another pillar could be around your product information so it's the 4040 and the remaining 20% could be about financial views from across the world right so think about your content strategy that is true to your brand message and then you know focus on that and the last thing that I'll highlight on the on the engagement Bas is know what is it that you're engaging it for what is the driver uh engagement in itself I don't we don't think is an end all business metric it's probably a means to an end so making sure we identify the end in mind uh engagement can be a great um metric for if you want to do creative testing um if you want to get product infor consumer insides so making sure that we know what is it that we're engaging uh people for is uh is something uh that I'll highlight on the content side I just want to make one comment on the question of you know but people are hanging out there to talk with their friends am I there as an intrusion you know just saying okay I'm there I'm gate crashing the party uh and there you know what we see is we see every single day millions of friends requests are made millions of brand pages are liked uh by people so people are voluntarily telling us with their actions that you know the car that they buy the camera that they use the places that they eat at is as much part of them as their friends um and their family and things that they want to talk about so it's what what people are telling us with their actions um not gate crashing okay so K has given us a hint actions how many of you wished Twitter a happy birthday on Twitter right now what are the rest of you doing you have a chance to get adtech to Trend globally because in the US Twitter hasn't woken up yet right give it a shot uh all three if you've been really gracious and not plugged your Brands so far you've spoken about social media in the generic sense which I appreciate and respect you getting to the coffee with current mode I so here's a challenge and this came to me from some digital agencies they were sticking it to the clients saying that clients think that all social media is the same so they expect us to do roughly the same thing across all platforms so they want us to only pay us once and use Thrice or four times or whatever I'd like you guys to either agree with that or refute it and on behalf specifically of each vertic because you have to explain the verticals with a rer with a Twist so Kika will not talk about Facebook she'll talk about Twitter Nishant will talk about Facebook no Nishant will talk about Facebook and will talk about LinkedIn yeah so hopefully they will talk about it as users not as marketeers not as the celebrities and luminaries they are okay go for it people um so first happy birthday again um thank you it's a pretty neat Milestone you actually never give the answer for the other two is how old they were so Facebook is 2004 right 10 years 10 years L is a 2003 and while you're at it alut does anyone know how old alut is you know just a month older than Facebook would you believe that yeah hey so I have uh to your question um I use Twitter I use LinkedIn I use Facebook okay and uh for me each of them serve a very different purpose um specifically since you asked me to to talk about um Twitter you know I think if I look at it from the outside the thing that I think we can learn from Twitter uh is about the great job that they have done with public content and with Partnerships right um and that is something that I uh really uh think that Twitter has done really well so likewise I use all the three platforms but you know I think if I was describing Facebook I think Facebook is a if um like I said if fantastic you should be thinking about Facebook in a mass media sense right we we have far surpass critical mass at this point across pretty much all of our platforms we're talking about Millions not thousands of of users uh and so you know it has a similar reach that you would think of you know in the more traditional sense and then you know the the mindset of the people there are to you know hang out spend time and that's a great time uh to actually uh connect with these people with their right right messages with the right um sort of offers if you will cuz they're looking you know to to spend time on a more less serious note and um so you know I think Facebook is is a great vehicle to do that um and and highlight your brand that so uh LinkedIn so I'm I'm again a user of all three uh for me LinkedIn firstly all three are about Connections so that's common across Facebook Twitter LinkedIn it's all about Connections that's what this medium is all about what I think LinkedIn has done very well is to take the connection element and put a filter of your professional connections and the things that are of interest to you uh from a professional standpoint and made a beautiful platform and then a business uh around it I think they've done it very well the other thing that that they've done very well is and this is in the last couple of years is they've first did a fantastic job of creating professional B2B connections uh they are taking to the next level by ensuring people are sharing content uh and they're not just connected so that it's not just a static connection medium but it's a live Dynamic pulsating platform where people can share connection share their um knowledge and listen to uh some of the key starws in their industry as well so that the medium is dynamic it's not just static so I'm a big user of LinkedIn fantastic can we complete the story for each of our platforms no no plugs I'm sorry but a round of applause I think because they've been so sweet to each other if only the whole world was like this that you all live okay dumb things organizations do in terms of uh for example a structures to handle social media and I'll explain what I mean by this that on the one hand to us it feels like social media is exactly the same as PR because effectively once someone from my organization has tweeted something which involves my organization's name it's out there for everyone to see so it's effectively I have to have my corporate Communications Chann food chain scrutinized it it has to go through various layers of approval Etc obviously that's dumb we understand that but the other extreme and I discovered a lot of this not only in India but in the US when I to prepare for this I just Googled great social media fails and it's a wash with how how many companies are now peopling their social media teams with teenagers because they're cool they get it so just unleash them at it and it'll all somehow make the brand look cooler and of course those young guys are going out and tweeting colorful language at customers because they're pissed with the customers whatever whatever so what's the right practice for a client to stop his team with how much of it should be insourced how much of it is Meaningful to Outsource to an agency because there are obviously issues around that as well the agency is going to naturally hire the cheapest possible resource so that it can make some margin on the bargain how old all of that any any inputs on this issue I can go uh you know I think I'll go back to what I started with which is about not uh looking at social media in a silo of its own uh because that's where we we see uh you know people not leveraging the media to its fullest potential uh so so it's about breaking those side of it's about truly thinking about uh integrated marketing campaigns um thinking about social media not as you know the sprinkling on the fries but really as part of the core component of creating uh the fries together so breaking the silos between you know who's thinking overall about your marketing campaign and making sure that digital and social are part of The Upfront planning and not and after that so I think that's and it's easier said than done uh because that's not how most organization are structured but really it is about taking that critical look at your organization uh and seeing how to make that happen and I'd say the same thing for agencies as well is um how much are you making trade-offs between all the platforms versus going in and saying okay you know uh if I look at the overall industry by for India 40% on television you know 40% on print and the remaining 10% of digital you know how much are you just looking at it from yes my business objectives what makes most sense and it was encouraging to hear I think I was we were just hearing from uh Mahindra about how they have moved away from print and now it's about digital and television and different buckets might make sense for different clients but it's really about making trade-offs at the start not at the end I think if you have a decent team I would be happy actually that's probably the biggest problem is that most people think of social media as free and so they treat it like you treat anything as free which is you know yeah someone you know one person in the room maybe do does it as part of a you know experimental project so I think resource it appropriately you know bring it in at the right uh right stage is is very very important I think here for me best practice looks um like I was talking to to the Dell EVP of U social I mean their social strategy and what they're doing is kind of neither of the way you described it neither are they Staffing with just you know young nobody who don't know the organization and nor are they kind of uh centralized in it as a lot of others who do have resources but they centralize it or doing what they're doing is trying to educate the entire almost employee base on you know being ambassadors for their company and laying out you know some rough guidelines to be authentic like har said is very important but doing it you know uh in a way that is consistent with your company culture values brand is important and your employees are your best resource to do that and so they're getting scale as a result of that because everyone is handling a little part of social versus you know one guy staying up 24 hours to do it um but at the same time uh they're arming them with tools versus telling them what to say and I think they're setting expectations correctly with upper management to say you know things will happen there will be you know an odd breakdown but that's okay you know that's just part of the nature of it and I think getting the board uh room to kind of accept a little bit that there's always inherently going to be some things that go wrong they it's an iterative process I think is very important and so you know I think they approaching it well they're still sort of on their journey of building out this Vision uh but I think that's a good way of thinking about it's not so much about or structures it's not so much about um um about you know the age group of the person but just you know enabling your employees to be your so Dell and uh best bu I would assume are good examples that you would refer to who essentially with social strategy but I have heard okay you know I'll just add a little bit Ki to the exam uh to what I mean by working together and I'll take the Vaseline example that I used at the start uh in that one you know we worked up front with a brand manager with a category head with the digital team with the agency team right up front right to to understand what the business goals were what the brand objectives were uh had we work together on the creative uh of course the creative te to the look but we were involved in the creation of that set up the measurement together with mil Brown again first time we were do it so a lot of creation together all the way to execution and monitoring and I'll contrast that to the usual of you know we will get called in and say okay we have the campaign here are the creatives and here's the kind of placement that you want that is a distinction of when you truly are using it and of course we we would we don't expect to be involed early for all campaigns but certainly for critical ones big launches having that upfront involvement is a Del that we see so I think cria and nant have made great points I add one thing um you know this entire organizational Evolution um towards social U you know there is one question that once organizations understand it uh they start to take steps toward it and the question is this are do you do social or or are you social there's a difference doing social is different from being social a lot of time organizations think of we need to do social so let's hire this school guy straight out of college who's on Twitter Facebook LinkedIn all the time and I think he'll do a great job of it maybe that's a good way to start but if that's the way to start then there probably are three steps that organization should take number one it could start with this guy who's cool in your term he and knows how to do social media but you need to empower him this guy is good on social media because he has developed a knack for saying what he feels and if you do not Empower him he probably will not be as effective when he's in your organization when he's working under the constraints of a company policy so have you empowered him or not that's a very important Point The reason an Oreo could tweet uh you can always you know dunk in the dark when you know during the Super Bowl was because this guy who was handling the Twitter account was empowered by the CEO to send out the Tweet within 25 seconds if he had to send a email which had to go through five different chains of approval that probably would not have happened that's number one empowerment number two we think it's important for the CEO the C Level and everyone to use social media because once they use it uh they will have a better understanding and appreciation of things that go on in this medium uh you don't really have to tweet all the time but as long as you're plugged in I think uh the organization develops uh social culture and the third which you know we call it the social media uh know nirwana is and I challenge a lot of companies with this question do you have an mmq for social and by mmq I mean muscle memory Cent do you have a muscle memory for social you know when you're good at something let's say you play golf and you swing you develop a muscle memory for the swing if you are you know playing tennis you develop a muscle your muscle you know you know how to do it you don't think about it once you have people who are empowered you have your sea level that is that understands and is splut into social companies develop a muscle memory for social they start identifying moments in which they can tweet or update their status or talk about something on LinkedIn do you have muscle memory so at the end of every quarter or every month get the agency get your social media guy get your marketing person together and ask them what was our mmq what was our muscle memory portion for this quarter which means which were the moments where we thought wow this is a great social moment let's talk about something you know that's muscle memory so that's the final Nana of social media organizational evolu that's uh quite a catchphrase muscle memory quotient it uh you would have called it Instinct As Old World traditional people who have called it Instinct but now this sounds like a j that I can take into the boardroom and persuade them to track and pay me for no but I'm not kidding and P you've been accusing Kika and Nishant of stealing your thunder so long so this one's for you to start with and following on M what are the right what are the dumb metrics that we've been tracking and what are the right social media metrics that we should be measuring and reporting to the boardroom so that we can look good year on year so Kari I'll disappoint you but I'll also make you happy firstly there are no dumb metrics that's number one the purpose of a business through whatever it's doing is to sell more to grow and however close it can get to understanding how their Investments are taking them closer to that final purpose which is sales and growth I think it's good it's fine they should challenge us they should challenge every penny of investment they make to get us closer to that uh you that that goal that's number one the only dumb thing is a timing you need to know when to measure what if you've just started a campaign you are 10 days into your campaign and you want to measure the sales impact of this particular campaign I think that's not smart it's smart to think of how it is impacting sales but it's not smart to think of it in the first 10 days you need to start you need to walk run and then go towards it so typically we say it's you know it's a three-phase cycle first you get into a listen mode you understand what's happening then you get into a connect mode you connect with things that are relevant to you and then you get into an explore and express mode you need to take it one step at a time so as far as I'm concerned no dumb metrics challenges uh I think it's uh you know the more the industry challenges us the more it's a a motivation for us to come up with new technologies uh but give it time uh do it in a phase manner if the two of you agree and if you don't have anything additionally to add I think what we should do is throw it open to the audience but if you do think you want to add something feel free uh no I mean I won repeat what you said he's spot on I think it's the two other Concepts that are introduced is one iterate data is there to give you some some input but then that doesn't mean the answer is shut off or shut shut back on or accelerate figure out what's not working maybe you know use it as real time that's basically what the consumer internet companies here are doing so differently is they're using real time data to kind of tweak along the way and you'll you'll see success coming out there so do TR now um and then think about leading versus lagging metrics like sales is a lagging metric but there are leading metrics that you can track around um you know we talked about mmq today yesterday I heard there was this reaction was the word that was being used a lot of panels as a waiter you know are you engaging the the audience I think reach is still important to me it's about the percentage of penetration on your target audience that matters the most who is your target audience are you reaching now uh so those are the things all right folks gentlemen in blue in the back anyone else wants to get primed up with the mic another two more gentlemen blue in the front huh hi can I go yeah please yeah thanks for the wonderfully enlightening session uh I'm vami miti from make my trip uh my question was uh pertaining to usage of uh LinkedIn Facebook and Twitter in distinctive ways that uh lce can do um just to elucidate my question better what we see nowadays is same kind of content which is uh posted uh on at least Twitter and Facebook there's very little distinction in the way brands use these two uh you know your Brands the best so bases you in strengths uh what do you think is uh the best way or the distinctive way in which uh PLS can use Twitter and Facebook um for example if there's a selfie at Oscars I mean you know you tweet and you post a Facebook uh engagement post I think they've got it and K has been itching to answer that question sometime now that's uh that's the first question if uh if there's no set method in which this can be answered if you can name a blind and help us understand better that would be great too and the second question is to n Nishan um let's say if I were to have a corporate uh LinkedIn account uh what are the three four good things good practices in which I can post content and engage with my users because I think most of us are a little unsure about using l through a c channel yeah other two are pretty clear thanks you know I'll talk about great content on Facebook and I talk to your thoughts from the Coan um the picture in our mind is U walking to a Kira store and the Kiran store owner knows which you know where you came from which brand of tea you want puts a r brand the the right quantity of rice and puts the right thing and knows what products that might interest you puts that out there uh you know when in a lot of the mass media channels you don't get that kind of personalization we find good content on Facebook is is content that really leverages the targeting abilities you have real identities on Facebook and so great content leverages that to puts to put the right content in front of the right people uh you know if you're a smart phone user you there's probably a set of things that you're interested in if you're a feature phone user probably a set of things you're interested in if you are um you know make my trip uh you know where which city they come from um you and you know what kind of we can give you heavy Travelers business Travelers um whether they're situated away from home so it's about you're really using uh that that personalization that targeting capabilities to have that connect with a person at a deep uh deeply personalized way so that's I think the biggest thing that I would highlight as far as great content on Facebook so um so I okay so on Twitter I think there are you know great content should go through three filters uh look first look at what's the core element of the medium that you're using we believe there a lot of commonalities between Twitter Facebook but there also a code which is uniquely belongs to this platform and we believe Twitter score is uh it's life you know it's real time when you open your Twitter account you look at the tweets probably in the last couple of hours or immediately what's happening and then you move on so it's like it's public there are yes you have some followers uh you know you have the notion of friends and people who follow you but anyone can contact anyone on Twitter right so it's public and uh see it's conversation it's live public and conversation and as long as your content s satisfies all three or maybe a you know a combination of these elements I think it's good content and I'll give you an example U there's a company called American am uh they used to specialize in email marketing every time they would have you these garments that will go out of season they would send emails to their um to their people who would subscribe to their email group and they would that was their strategy to uh you remove the old stock NOW the email open rate started coming down um so they moved the entire email marketing to Twitter uh now what happened was this now they have these things called flash sales uh so they do this sale for you know 24 to 48 hours uh so it there is a concept of live real time in this the other thing that used to happen earlier was when people used to get an email from them which said hey there was a sale for 24 hours and people would see that after 48 hours they actually used to get angry why don't you tell us now on Twitter because because what you see is immediate and if you haven't seen it you won't miss it you won't know what you missed it so you are not creating angry customers they've added one more Dimension to it uh they use a strategy called flock to unlock so uh what to say is if this particular offer gets 5,000 retweets that's when we will unlock a 15% discount so they are using the virality and conversation part of it as well they are getting people to retweet their message and after 5 rats have been made for instance they know there's a certain demand for this particular product and they unlock the sale I think that's great content it's life it's using the public part of it retweet and it conversation so uh as long as you're sticking to the core of what that Medium stands for whether it's Twitter or Facebook I I think that's good content so for the LinkedIn part of your question you know I think LinkedIn aspires to be the most effective place online for Brands to engage with uh professionals there's a couple of key words in there there's engage there's relevance um and so you know what what you should be thinking of as a brand is is it in a professional context my message or are we try to do a onetime offer which doesn't quite resonate with the audience that's coming in right so there's some TNS research that showed us that the audience that's coming to our side is aspirational they're looking for the next thing that's happening in their careers they're looking to be more productive and successful so we've seen things like Mercedes doing you know in tips campaigns which which got a lot of this thing cuz you're helping them with some tips uh those happen to be linked in there's some other tips on you know how do you buy a car Etc that resonated really well with them second thing was relevance right what is relevant to these these people so I use the city example in the past but you know even if you think about say Microsoft as as an example they're talking about you know the personalization that cria was mentioning at that point which is relevant to them so there there's an ad that they have designed the want of awards for where based on knowing who I am what kind of person I am I'm an engineer versus sales guy and so on they customize pretty much the whole ad should I show project in that Office 365 or should I show Excel or should I show something else that's the degree of relevance that that people are doing right um and then the third is engagement uh to what Mar was saying earlier don't look to make a fast Buck immediately right you've shown them something and say now pay up uh so engage them over time you know make it about them and and you'll see sort of uh goodness coming out of that so a lot of uh company uh pages that are there are doing targeted status updates so to an engineering audience they would send a message maybe tweak a certain way words to a you know um um I don't know you could go either by function or geography or whatever but tailor your message uh those are things that are working really well and then they're iterating on those so they see okay there's lot of Engagement with this particular thing the next update they do is relevant you know in line with that or if something's not working they saying okay you know maybe you spot that and try something different sir I know you have the bank but I have a request if you don't mind we have 3 minutes left we have time only for one question so may I suggest that age go before Beauty and you give it to the gentleman in the Glorious and before you start so I I found something curious today all these three brands are blue in color and all three questioners today are wearing blue shirts water inside fantastic uh I have this actually not really a question but an accusation to the three you Facebook LinkedIn and Twitter I believe I believe ask anybody who was a marketer in this audience they will tell you that you've done a pathetic job of educating the marketers on how to leverage you're such a powerful uh [Applause] product I actually and I burn millions of rupees in Facebook but you know I'm very unhappy like there's no you know kind of contact number Google guys are literally behind me in fact Google is sponsored my participation over here you please come and Le social marketing so Facebook doesn't have a you know call center number or you don't have you I don't through agencies I do it directly on my own so like you know so I'll close I think we should engage with him offline sponsor some seminars yeah what is how many employees do you think Facebook has globally quick say 6,000 someone said I think that's reasonably close to the Twitter we all know how many employees WhatsApp as yeah this is not fair okay I'll I'll close here with a lot of thanks I took a lot of liberties with you uh luminaries today and you've been very gracious in permitting me to do that but I I thought it was really rich and rewarding and uh we'll have Facebook sponsor us for the next seminar don't worry thank you very much everyone [Applause] than

[Music] [Music] summer do will be nice know after lunch so I want you guys I want to take a quick poll how old do you guys think LinkedIn is shout your answers no prices 10 15 5 8 7 so somewhere between 4 and 10 is what I&#39;m here 15 I&#39;m hearing okay Facebook 8 and 10 okay closer on the money I think they they&#39;ll tell you Twitter [Music] you guys call yourselves digital people really huh toar okay but there was a reason apart from insulting you there was another reason I was asking this today is a special day for one of these people take a guess take a guess happy birthday twit thank you that&#39;s a pleasant surprise thank you more you have more pleasant surprise coming up March 21 2006 first tweet ever Happy Birthday to you Happy Birthday to youy birday happy birthday to you thank you that&#39;s very over thank you okay after having made them or at least Twitter happy today first question for each of you what is the dumbest dumbest thing you&#39;ve seen a brand do on social media you can choose to answer for your platforms or for each others that&#39;s perfectly all right you can mix it up as well but the dumbest thing Brands and or agencies have done on social media that you&#39;ve seen that You&#39; like us to stop doing please anyone sure go ahead um so Ki I&#39;ll talk about two things right so on one hand um we have brands that come to us and they ask us um you know can you change that comment button to let&#39;s say my brand message or can you change the color of the Facebook page uh to my brand page um and I and I look at them and I look at their Big Brand guidelines book lying in their room and I say really uh this is what you want us to do so that&#39;s on one hand right um on the other hand I also want to talk about when you think about the theme of what not to do on social media I think the biggest thing and this is more of a them so I hope it&#39;s applicable more broadly to the audience is actually not to think of us as social media right but to put us right alongside all of your other Mass awareness platforms television radio print uh quick stats right over 93 million people on Facebook on a monthly active basis 75 on mobile 41 on a daily active basis so reach that&#39;s comparable to the top 5 GCS higher than the largest radio channel daily reach that&#39;s five times higher than the largest English daily and you know K I think people intellectually get those numbers and they say of course you know we can see that we can see the numbers but the the the thing is about translating that understanding into action and the question that I would like to ask is are you translating That Into You know the same level of scrutiny the same level of planning the same level of emphasis um as you think about how is it that you build your brand and business objectives on a platform like Facebook as you do with your other Mass awareness channels so that&#39;s what I&#39;d like to to highlight fair enough to think of us as a reach medium not a not the metrics I think is what K is saying so we&#39;ll talk about that a little more later I think you know and I can give you one example just to illustrate that right so uh Vaseline they did uh uni labor they did their Vaseline Lip Therapy launch just this winter it&#39;s a very recent example uh and they Ed Facebook as a central part they used we partnered with milver brown OMD was a great partner to really measure the results so you know thinking about and that&#39;s a common question that comes up when people start thinking of us as the mass of Channel they ask me uh they say okay but you know we don&#39;t know how to translate fans and pag into business results and it&#39;s about you know don&#39;t use those as business as as your business metrics but use what did you do on brand awarness what did you do on purchase int and you know that&#39;s what we were able to prove with campaigns like Nishant so if I think about dumb is I think um probably you you&#39;ve seen examples of this where people ignore what&#39;s going on on social media either they ignore it or they ask a question they get a response they didn&#39;t expect in them screens um so you&#39;ve seen it with you know International campaigns like Netflix dominoes Etc and it hurts them pretty fast pretty hard so I think that&#39;s uh they kind of myopic in the way they think about it um I&#39;ve had seen so many examples with our team where uh they&#39;ve actually paid for the campaign but they&#39;re not ready to go live with their with their micro site and so on and so forth so you know sometimes it&#39;s just the operational snafus where one side of the brand is not talking to the other side those are you know in know I I&#39;m happy with my team that pushes back and says okay we&#39;re not going to launch because you know you&#39;re not ready uh so that was always good uh but you know I think to pick up sort of on what Kaa was saying thinking about social and digital not as a channel but I would go even further and say as a mindset it&#39;s how we think how you design say a mobile Campaign which is simple and and streamlined how you think about building virality in your into your campaign irrespective of what channel you use becomes so important so effective that I think thinking of us and investing as us not just in you know this EXP ental social bucket but thinking of us as a as a full channel uh I think is good um probably one other piece I&#39;ll pick up and and Pastor Barry is a lot of Brands think that the brand or the product needs to be in the Forefront which is completely changing we were talking about this at stream a couple weeks ago of how the brand you know what social has enabled is conversations to happening and conversations to be happening between two people that you know you trust and the brand becomes a facilitator of that conversation and ongoing engagement so thinking about us in that light uh I think becomes very very important I mean City Bank is a great example where for professional women just targeted on LinkedIn the group where they can actually just have a conversation and they&#39;ve seen the uplet in their metrics you know 50% increase in uned brand awareness 32% increase in consideration but they never talk product once so I think it&#39;s it&#39;s possible to do it before you go bar I&#39;d like to warm it up a little more Nishant and kid been reasonably polite to Brands and agencies uh let me fess up at kot some of the dumb things we&#39;ve been doing and I can fess up because I know from April 1 we&#39;re fixing it uh one of the things that is really dumb which we do is we have customer service on Twitter but 5:00 p.m. Friday we switch off 9:00 a.m. Mondays when we come back on because it&#39;s like escalations right it&#39;s only people who are really upset with us who going to ride we can deal with them on Monday morning it&#39;s okay it&#39;s not like the call center where he&#39;s calling and I have to handle it right then and there so that&#39;s been uh a journey of learning for us the other dumb thing that I&#39;ve seen us do is when uh a guy from for example and this is a real live example you can probably go find it for yourself from dadon comes to our Facebook page and says I want to open an account with kotak what do I have to do I know he&#39;s from derun right so if I was smart what I would do is go check up if I have a branch in dadun find the address ideally find the branch manager&#39;s number and right write back to him saying this is who you got to call or even better give me your number I&#39;ll get him to call you so you&#39;ll know he&#39;s calling etc etc what we have been doing for the longest time is templated if you&#39;d like to open an account here&#39;s the link to the apply now page blah blah blah so Brands can be incredibly Dum now Barry having set it up do you want to stick the knife in a little deeper you know Frankly Speaking between the three of you you&#39;ve covered all Ds you covered the spectrum of dumbness I don&#39;t have anything to say now just joking so I I think I&#39;ll say two things here so you guys have made a great points I think two things uh one uh and I won&#39;t call it dumb but you know one thing that trap that Brands fall into is to try to be who they are not on social media which is we see that very often uh brands have a preconceived notion of either trying to be funny or cool or trying to be too perfect on social media uh you don&#39;t have to be that way people on social mediums prefer authenticity more than Perfection they prefer to talk to humans and not be our machines and Brands often fall into the Trap of trying to be just too perfect saying the right thing and making sure there are absolutely no mistakes so one thing that we encourage Brands to do is to think of their brand as a human being what kind of human being will they be is he a friendly neighbor is he a knowledgeable uncle is he um you know a parent what do you think is the voice of your brand and try to use that voice on your social media account uh the brand the way it exists on social media should not be in conflict with what it&#39;s doing outside of social media that&#39;s one number two is uh brands also fall into this trap of asking for things wanting people to buy buy buy uh you know in in form about the products right from day one uh we think that&#39;s not the right way to go about doing it your social media account is like a deposit and you got social currency now how do you create social currency by first giving and depositing in that account you provide things that are relevant useful to people uh without asking for it that&#39;s how you will create a deposit and the good form to First give give give and then take you know then ask for something but first create a deposit this is a social currency and you want to use it wisely so a be who you are it&#39;s okay to be authentic and imperfect people are not looking for for Perfection uh B make sure you have enough deposit in your social currency account before you debit from it super great advice I think but to pick up on be who you are you know uh and this was discussed in just an earlier panel on content uh before lunch brands that uh naturally have great content like media Brands a sports brand or a GC brand they are or contast or whatever all of them have they naturally have great content and therefore engaging with social media followers Etc comes naturally comes easily there&#39;s a wealth of good content available to play with dull boring Brands who have a as diali put it earlier drought of content banks for example I would argue detergent Brands Financial Services in general obviously so we resort to the plain old thing of using Bollywood cricket and uh music to fall back on and engage that&#39;s right that&#39;s fine right no I have a point of VI but whoever want for it so I I I I think it&#39;s it&#39;s it&#39;s fine but know there&#39;s fine but which is uh if Bollywood social media Cricket is in um alignment with what you doing offline it&#39;s great but if you&#39;re not doing this Hollywood social media Cricket or whatever otherwise and all of a sudden you introduce it in your social media platform people will see a dissonance and it will conflict with your brand personality and uh that&#39;s not good user experience uh if even if you do not have uh you know cool content you&#39;re not a cpg brand uh we believe there are two things any social media message should have number one uh and it could be either of these two things or both one is practical value second is an emotional core an emotional value now think about the message you are putting on social media it should a either have practical value or it should have an emotional value if it has neither of those then probably it will not be accepted by people people won&#39;t like it if it has both fantastic if it has one of these that&#39;s great but think about it you know there is a you know out in the world there is a storytelling battle going on it&#39;s all about the supply and demand of attention and you got to have a strong story to tell and the way you tell your story is to either provide practical value or provide emotions but having neither and just going for some Buzz wordss is probably not the right way to go about it so maybe I&#39;ll build on a slightly different aspect of that he talked very well about what to say right um I think the content marketing boom that&#39;s happening is scaring Brands because they&#39;re viewing this word of content as this huge mountain to climb as you were saying some have you know assets versus m and I think what you have to realize is that the nature of social media is not like cycle time is not in years we&#39;re talking about seconds and minutes and if you think about that what you need is just snackable content something that is insightful in that moment and adds value to me um and then you know do you do that over time and so if you think about that the fact that you don&#39;t have repositories of of content is actually an opportunity cuz I find with you know brands that have um a lot of content and white papers and all they&#39;re trying to push this long form content but that&#39;s not you know how social people want to engage on social they want the snackable insight and then they will go further if it&#39;s relevant to them so think about about making it relevant and think about just you know making it snackable other good ways is that you know you don&#39;t have to be the owner of the content necessarily obviously please don&#39;t go violating copyrights but delivering the relevant message to your target audience that you think may be useful so for financial brands for example delivering an insightful article on how do you manage personal finances to you know someone who&#39;s looking for for wealth management is useful you may not have authored the content but you&#39;re facilitating that and and the you know member in this case gives you fos or value for it so I think you have to demystify content from being this huge Behemoth that you don&#39;t know anything about to just you know thinking about it as an individual for yourself what would you find useful something small something short and curating that content and become the curator rather than the Creator in all cases obviously you should have some I&#39;d like to step in there before we go to k you know and I uh Financial Services is what comes naturally to be I find that while the notion of providing useful advice on where to invest or how to plan your finances and all theoretically it sounds right but I have a deep suspicion that while hanging out on social media nobody wants to do that it&#39;s like if someone asked me if I was watching National Geographic or Discovery I would of course say yes but what am I actually watching I&#39;m watching uh what is it Kardashians or whatever right is that what you&#39;re watching is that putting it out there I&#39;m a cool brand see you know I think it comes down to uh something important that I&#39;m hoping we&#39;ll talk a little bit about is that context matters the same content doesn&#39;t work in all the environments all of us sitting up on the stage and I suspect a lot of you use all these social networks but use it differently we have you know our context is different so yes when you&#39;re going to hang out with your friends and family and keep in touch with them you know a super heavy message may not be appropriate or you&#39;re looking for Real Time Communication going back to something that&#39;s completely may not matter but in a professional context what we found is that that people are coming to us because they are looking for insights which are a little bit more professional how do we get more productive as a professional so it does resonate but it&#39;s not like in the real time context and so on so I think tailoring your message to what you know the audience needs and that mindset is is important so you can have your you know both ways fair enough yeah you know I want to stress on the uh authenticity base right uh if you&#39;re cond asked you&#39;re sure a user might want to hear from them every day but let&#39;s say connected to you know another extreme let&#39;s say you&#39;re connected to your dentist and they have know there&#39;s millions of smbs on uh Facebook so do you really want to hear from your dentist every single day anyone anyone yeah so you know you it&#39;s really about being who you are and figuring out what is it that the user wants to hear from you and it does not mean that you have to have like a daily hourly hting strategy uh and what we talk about is make sure that you identify the content pillars of what is it that you want to engage uh the user on so for example for a financial services company maybe you have one pillar which is around Financial advice you know how do you think of life insurance investing Etc another pillar could be around your product information so it&#39;s the 4040 and the remaining 20% could be about financial views from across the world right so think about your content strategy that is true to your brand message and then you know focus on that and the last thing that I&#39;ll highlight on the on the engagement Bas is know what is it that you&#39;re engaging it for what is the driver uh engagement in itself I don&#39;t we don&#39;t think is an end all business metric it&#39;s probably a means to an end so making sure we identify the end in mind uh engagement can be a great um metric for if you want to do creative testing um if you want to get product infor consumer insides so making sure that we know what is it that we&#39;re engaging uh people for is uh is something uh that I&#39;ll highlight on the content side I just want to make one comment on the question of you know but people are hanging out there to talk with their friends am I there as an intrusion you know just saying okay I&#39;m there I&#39;m gate crashing the party uh and there you know what we see is we see every single day millions of friends requests are made millions of brand pages are liked uh by people so people are voluntarily telling us with their actions that you know the car that they buy the camera that they use the places that they eat at is as much part of them as their friends um and their family and things that they want to talk about so it&#39;s what what people are telling us with their actions um not gate crashing okay so K has given us a hint actions how many of you wished Twitter a happy birthday on Twitter right now what are the rest of you doing you have a chance to get adtech to Trend globally because in the US Twitter hasn&#39;t woken up yet right give it a shot uh all three if you&#39;ve been really gracious and not plugged your Brands so far you&#39;ve spoken about social media in the generic sense which I appreciate and respect you getting to the coffee with current mode I so here&#39;s a challenge and this came to me from some digital agencies they were sticking it to the clients saying that clients think that all social media is the same so they expect us to do roughly the same thing across all platforms so they want us to only pay us once and use Thrice or four times or whatever I&#39;d like you guys to either agree with that or refute it and on behalf specifically of each vertic because you have to explain the verticals with a rer with a Twist so Kika will not talk about Facebook she&#39;ll talk about Twitter Nishant will talk about Facebook no Nishant will talk about Facebook and will talk about LinkedIn yeah so hopefully they will talk about it as users not as marketeers not as the celebrities and luminaries they are okay go for it people um so first happy birthday again um thank you it&#39;s a pretty neat Milestone you actually never give the answer for the other two is how old they were so Facebook is 2004 right 10 years 10 years L is a 2003 and while you&#39;re at it alut does anyone know how old alut is you know just a month older than Facebook would you believe that yeah hey so I have uh to your question um I use Twitter I use LinkedIn I use Facebook okay and uh for me each of them serve a very different purpose um specifically since you asked me to to talk about um Twitter you know I think if I look at it from the outside the thing that I think we can learn from Twitter uh is about the great job that they have done with public content and with Partnerships right um and that is something that I uh really uh think that Twitter has done really well so likewise I use all the three platforms but you know I think if I was describing Facebook I think Facebook is a if um like I said if fantastic you should be thinking about Facebook in a mass media sense right we we have far surpass critical mass at this point across pretty much all of our platforms we&#39;re talking about Millions not thousands of of users uh and so you know it has a similar reach that you would think of you know in the more traditional sense and then you know the the mindset of the people there are to you know hang out spend time and that&#39;s a great time uh to actually uh connect with these people with their right right messages with the right um sort of offers if you will cuz they&#39;re looking you know to to spend time on a more less serious note and um so you know I think Facebook is is a great vehicle to do that um and and highlight your brand that so uh LinkedIn so I&#39;m I&#39;m again a user of all three uh for me LinkedIn firstly all three are about Connections so that&#39;s common across Facebook Twitter LinkedIn it&#39;s all about Connections that&#39;s what this medium is all about what I think LinkedIn has done very well is to take the connection element and put a filter of your professional connections and the things that are of interest to you uh from a professional standpoint and made a beautiful platform and then a business uh around it I think they&#39;ve done it very well the other thing that that they&#39;ve done very well is and this is in the last couple of years is they&#39;ve first did a fantastic job of creating professional B2B connections uh they are taking to the next level by ensuring people are sharing content uh and they&#39;re not just connected so that it&#39;s not just a static connection medium but it&#39;s a live Dynamic pulsating platform where people can share connection share their um knowledge and listen to uh some of the key starws in their industry as well so that the medium is dynamic it&#39;s not just static so I&#39;m a big user of LinkedIn fantastic can we complete the story for each of our platforms no no plugs I&#39;m sorry but a round of applause I think because they&#39;ve been so sweet to each other if only the whole world was like this that you all live okay dumb things organizations do in terms of uh for example a structures to handle social media and I&#39;ll explain what I mean by this that on the one hand to us it feels like social media is exactly the same as PR because effectively once someone from my organization has tweeted something which involves my organization&#39;s name it&#39;s out there for everyone to see so it&#39;s effectively I have to have my corporate Communications Chann food chain scrutinized it it has to go through various layers of approval Etc obviously that&#39;s dumb we understand that but the other extreme and I discovered a lot of this not only in India but in the US when I to prepare for this I just Googled great social media fails and it&#39;s a wash with how how many companies are now peopling their social media teams with teenagers because they&#39;re cool they get it so just unleash them at it and it&#39;ll all somehow make the brand look cooler and of course those young guys are going out and tweeting colorful language at customers because they&#39;re pissed with the customers whatever whatever so what&#39;s the right practice for a client to stop his team with how much of it should be insourced how much of it is Meaningful to Outsource to an agency because there are obviously issues around that as well the agency is going to naturally hire the cheapest possible resource so that it can make some margin on the bargain how old all of that any any inputs on this issue I can go uh you know I think I&#39;ll go back to what I started with which is about not uh looking at social media in a silo of its own uh because that&#39;s where we we see uh you know people not leveraging the media to its fullest potential uh so so it&#39;s about breaking those side of it&#39;s about truly thinking about uh integrated marketing campaigns um thinking about social media not as you know the sprinkling on the fries but really as part of the core component of creating uh the fries together so breaking the silos between you know who&#39;s thinking overall about your marketing campaign and making sure that digital and social are part of The Upfront planning and not and after that so I think that&#39;s and it&#39;s easier said than done uh because that&#39;s not how most organization are structured but really it is about taking that critical look at your organization uh and seeing how to make that happen and I&#39;d say the same thing for agencies as well is um how much are you making trade-offs between all the platforms versus going in and saying okay you know uh if I look at the overall industry by for India 40% on television you know 40% on print and the remaining 10% of digital you know how much are you just looking at it from yes my business objectives what makes most sense and it was encouraging to hear I think I was we were just hearing from uh Mahindra about how they have moved away from print and now it&#39;s about digital and television and different buckets might make sense for different clients but it&#39;s really about making trade-offs at the start not at the end I think if you have a decent team I would be happy actually that&#39;s probably the biggest problem is that most people think of social media as free and so they treat it like you treat anything as free which is you know yeah someone you know one person in the room maybe do does it as part of a you know experimental project so I think resource it appropriately you know bring it in at the right uh right stage is is very very important I think here for me best practice looks um like I was talking to to the Dell EVP of U social I mean their social strategy and what they&#39;re doing is kind of neither of the way you described it neither are they Staffing with just you know young nobody who don&#39;t know the organization and nor are they kind of uh centralized in it as a lot of others who do have resources but they centralize it or doing what they&#39;re doing is trying to educate the entire almost employee base on you know being ambassadors for their company and laying out you know some rough guidelines to be authentic like har said is very important but doing it you know uh in a way that is consistent with your company culture values brand is important and your employees are your best resource to do that and so they&#39;re getting scale as a result of that because everyone is handling a little part of social versus you know one guy staying up 24 hours to do it um but at the same time uh they&#39;re arming them with tools versus telling them what to say and I think they&#39;re setting expectations correctly with upper management to say you know things will happen there will be you know an odd breakdown but that&#39;s okay you know that&#39;s just part of the nature of it and I think getting the board uh room to kind of accept a little bit that there&#39;s always inherently going to be some things that go wrong they it&#39;s an iterative process I think is very important and so you know I think they approaching it well they&#39;re still sort of on their journey of building out this Vision uh but I think that&#39;s a good way of thinking about it&#39;s not so much about or structures it&#39;s not so much about um um about you know the age group of the person but just you know enabling your employees to be your so Dell and uh best bu I would assume are good examples that you would refer to who essentially with social strategy but I have heard okay you know I&#39;ll just add a little bit Ki to the exam uh to what I mean by working together and I&#39;ll take the Vaseline example that I used at the start uh in that one you know we worked up front with a brand manager with a category head with the digital team with the agency team right up front right to to understand what the business goals were what the brand objectives were uh had we work together on the creative uh of course the creative te to the look but we were involved in the creation of that set up the measurement together with mil Brown again first time we were do it so a lot of creation together all the way to execution and monitoring and I&#39;ll contrast that to the usual of you know we will get called in and say okay we have the campaign here are the creatives and here&#39;s the kind of placement that you want that is a distinction of when you truly are using it and of course we we would we don&#39;t expect to be involed early for all campaigns but certainly for critical ones big launches having that upfront involvement is a Del that we see so I think cria and nant have made great points I add one thing um you know this entire organizational Evolution um towards social U you know there is one question that once organizations understand it uh they start to take steps toward it and the question is this are do you do social or or are you social there&#39;s a difference doing social is different from being social a lot of time organizations think of we need to do social so let&#39;s hire this school guy straight out of college who&#39;s on Twitter Facebook LinkedIn all the time and I think he&#39;ll do a great job of it maybe that&#39;s a good way to start but if that&#39;s the way to start then there probably are three steps that organization should take number one it could start with this guy who&#39;s cool in your term he and knows how to do social media but you need to empower him this guy is good on social media because he has developed a knack for saying what he feels and if you do not Empower him he probably will not be as effective when he&#39;s in your organization when he&#39;s working under the constraints of a company policy so have you empowered him or not that&#39;s a very important Point The reason an Oreo could tweet uh you can always you know dunk in the dark when you know during the Super Bowl was because this guy who was handling the Twitter account was empowered by the CEO to send out the Tweet within 25 seconds if he had to send a email which had to go through five different chains of approval that probably would not have happened that&#39;s number one empowerment number two we think it&#39;s important for the CEO the C Level and everyone to use social media because once they use it uh they will have a better understanding and appreciation of things that go on in this medium uh you don&#39;t really have to tweet all the time but as long as you&#39;re plugged in I think uh the organization develops uh social culture and the third which you know we call it the social media uh know nirwana is and I challenge a lot of companies with this question do you have an mmq for social and by mmq I mean muscle memory Cent do you have a muscle memory for social you know when you&#39;re good at something let&#39;s say you play golf and you swing you develop a muscle memory for the swing if you are you know playing tennis you develop a muscle your muscle you know you know how to do it you don&#39;t think about it once you have people who are empowered you have your sea level that is that understands and is splut into social companies develop a muscle memory for social they start identifying moments in which they can tweet or update their status or talk about something on LinkedIn do you have muscle memory so at the end of every quarter or every month get the agency get your social media guy get your marketing person together and ask them what was our mmq what was our muscle memory portion for this quarter which means which were the moments where we thought wow this is a great social moment let&#39;s talk about something you know that&#39;s muscle memory so that&#39;s the final Nana of social media organizational evolu that&#39;s uh quite a catchphrase muscle memory quotient it uh you would have called it Instinct As Old World traditional people who have called it Instinct but now this sounds like a j that I can take into the boardroom and persuade them to track and pay me for no but I&#39;m not kidding and P you&#39;ve been accusing Kika and Nishant of stealing your thunder so long so this one&#39;s for you to start with and following on M what are the right what are the dumb metrics that we&#39;ve been tracking and what are the right social media metrics that we should be measuring and reporting to the boardroom so that we can look good year on year so Kari I&#39;ll disappoint you but I&#39;ll also make you happy firstly there are no dumb metrics that&#39;s number one the purpose of a business through whatever it&#39;s doing is to sell more to grow and however close it can get to understanding how their Investments are taking them closer to that final purpose which is sales and growth I think it&#39;s good it&#39;s fine they should challenge us they should challenge every penny of investment they make to get us closer to that uh you that that goal that&#39;s number one the only dumb thing is a timing you need to know when to measure what if you&#39;ve just started a campaign you are 10 days into your campaign and you want to measure the sales impact of this particular campaign I think that&#39;s not smart it&#39;s smart to think of how it is impacting sales but it&#39;s not smart to think of it in the first 10 days you need to start you need to walk run and then go towards it so typically we say it&#39;s you know it&#39;s a three-phase cycle first you get into a listen mode you understand what&#39;s happening then you get into a connect mode you connect with things that are relevant to you and then you get into an explore and express mode you need to take it one step at a time so as far as I&#39;m concerned no dumb metrics challenges uh I think it&#39;s uh you know the more the industry challenges us the more it&#39;s a a motivation for us to come up with new technologies uh but give it time uh do it in a phase manner if the two of you agree and if you don&#39;t have anything additionally to add I think what we should do is throw it open to the audience but if you do think you want to add something feel free uh no I mean I won repeat what you said he&#39;s spot on I think it&#39;s the two other Concepts that are introduced is one iterate data is there to give you some some input but then that doesn&#39;t mean the answer is shut off or shut shut back on or accelerate figure out what&#39;s not working maybe you know use it as real time that&#39;s basically what the consumer internet companies here are doing so differently is they&#39;re using real time data to kind of tweak along the way and you&#39;ll you&#39;ll see success coming out there so do TR now um and then think about leading versus lagging metrics like sales is a lagging metric but there are leading metrics that you can track around um you know we talked about mmq today yesterday I heard there was this reaction was the word that was being used a lot of panels as a waiter you know are you engaging the the audience I think reach is still important to me it&#39;s about the percentage of penetration on your target audience that matters the most who is your target audience are you reaching now uh so those are the things all right folks gentlemen in blue in the back anyone else wants to get primed up with the mic another two more gentlemen blue in the front huh hi can I go yeah please yeah thanks for the wonderfully enlightening session uh I&#39;m vami miti from make my trip uh my question was uh pertaining to usage of uh LinkedIn Facebook and Twitter in distinctive ways that uh lce can do um just to elucidate my question better what we see nowadays is same kind of content which is uh posted uh on at least Twitter and Facebook there&#39;s very little distinction in the way brands use these two uh you know your Brands the best so bases you in strengths uh what do you think is uh the best way or the distinctive way in which uh PLS can use Twitter and Facebook um for example if there&#39;s a selfie at Oscars I mean you know you tweet and you post a Facebook uh engagement post I think they&#39;ve got it and K has been itching to answer that question sometime now that&#39;s uh that&#39;s the first question if uh if there&#39;s no set method in which this can be answered if you can name a blind and help us understand better that would be great too and the second question is to n Nishan um let&#39;s say if I were to have a corporate uh LinkedIn account uh what are the three four good things good practices in which I can post content and engage with my users because I think most of us are a little unsure about using l through a c channel yeah other two are pretty clear thanks you know I&#39;ll talk about great content on Facebook and I talk to your thoughts from the Coan um the picture in our mind is U walking to a Kira store and the Kiran store owner knows which you know where you came from which brand of tea you want puts a r brand the the right quantity of rice and puts the right thing and knows what products that might interest you puts that out there uh you know when in a lot of the mass media channels you don&#39;t get that kind of personalization we find good content on Facebook is is content that really leverages the targeting abilities you have real identities on Facebook and so great content leverages that to puts to put the right content in front of the right people uh you know if you&#39;re a smart phone user you there&#39;s probably a set of things that you&#39;re interested in if you&#39;re a feature phone user probably a set of things you&#39;re interested in if you are um you know make my trip uh you know where which city they come from um you and you know what kind of we can give you heavy Travelers business Travelers um whether they&#39;re situated away from home so it&#39;s about you&#39;re really using uh that that personalization that targeting capabilities to have that connect with a person at a deep uh deeply personalized way so that&#39;s I think the biggest thing that I would highlight as far as great content on Facebook so um so I okay so on Twitter I think there are you know great content should go through three filters uh look first look at what&#39;s the core element of the medium that you&#39;re using we believe there a lot of commonalities between Twitter Facebook but there also a code which is uniquely belongs to this platform and we believe Twitter score is uh it&#39;s life you know it&#39;s real time when you open your Twitter account you look at the tweets probably in the last couple of hours or immediately what&#39;s happening and then you move on so it&#39;s like it&#39;s public there are yes you have some followers uh you know you have the notion of friends and people who follow you but anyone can contact anyone on Twitter right so it&#39;s public and uh see it&#39;s conversation it&#39;s live public and conversation and as long as your content s satisfies all three or maybe a you know a combination of these elements I think it&#39;s good content and I&#39;ll give you an example U there&#39;s a company called American am uh they used to specialize in email marketing every time they would have you these garments that will go out of season they would send emails to their um to their people who would subscribe to their email group and they would that was their strategy to uh you remove the old stock NOW the email open rate started coming down um so they moved the entire email marketing to Twitter uh now what happened was this now they have these things called flash sales uh so they do this sale for you know 24 to 48 hours uh so it there is a concept of live real time in this the other thing that used to happen earlier was when people used to get an email from them which said hey there was a sale for 24 hours and people would see that after 48 hours they actually used to get angry why don&#39;t you tell us now on Twitter because because what you see is immediate and if you haven&#39;t seen it you won&#39;t miss it you won&#39;t know what you missed it so you are not creating angry customers they&#39;ve added one more Dimension to it uh they use a strategy called flock to unlock so uh what to say is if this particular offer gets 5,000 retweets that&#39;s when we will unlock a 15% discount so they are using the virality and conversation part of it as well they are getting people to retweet their message and after 5 rats have been made for instance they know there&#39;s a certain demand for this particular product and they unlock the sale I think that&#39;s great content it&#39;s life it&#39;s using the public part of it retweet and it conversation so uh as long as you&#39;re sticking to the core of what that Medium stands for whether it&#39;s Twitter or Facebook I I think that&#39;s good content so for the LinkedIn part of your question you know I think LinkedIn aspires to be the most effective place online for Brands to engage with uh professionals there&#39;s a couple of key words in there there&#39;s engage there&#39;s relevance um and so you know what what you should be thinking of as a brand is is it in a professional context my message or are we try to do a onetime offer which doesn&#39;t quite resonate with the audience that&#39;s coming in right so there&#39;s some TNS research that showed us that the audience that&#39;s coming to our side is aspirational they&#39;re looking for the next thing that&#39;s happening in their careers they&#39;re looking to be more productive and successful so we&#39;ve seen things like Mercedes doing you know in tips campaigns which which got a lot of this thing cuz you&#39;re helping them with some tips uh those happen to be linked in there&#39;s some other tips on you know how do you buy a car Etc that resonated really well with them second thing was relevance right what is relevant to these these people so I use the city example in the past but you know even if you think about say Microsoft as as an example they&#39;re talking about you know the personalization that cria was mentioning at that point which is relevant to them so there there&#39;s an ad that they have designed the want of awards for where based on knowing who I am what kind of person I am I&#39;m an engineer versus sales guy and so on they customize pretty much the whole ad should I show project in that Office 365 or should I show Excel or should I show something else that&#39;s the degree of relevance that that people are doing right um and then the third is engagement uh to what Mar was saying earlier don&#39;t look to make a fast Buck immediately right you&#39;ve shown them something and say now pay up uh so engage them over time you know make it about them and and you&#39;ll see sort of uh goodness coming out of that so a lot of uh company uh pages that are there are doing targeted status updates so to an engineering audience they would send a message maybe tweak a certain way words to a you know um um I don&#39;t know you could go either by function or geography or whatever but tailor your message uh those are things that are working really well and then they&#39;re iterating on those so they see okay there&#39;s lot of Engagement with this particular thing the next update they do is relevant you know in line with that or if something&#39;s not working they saying okay you know maybe you spot that and try something different sir I know you have the bank but I have a request if you don&#39;t mind we have 3 minutes left we have time only for one question so may I suggest that age go before Beauty and you give it to the gentleman in the Glorious and before you start so I I found something curious today all these three brands are blue in color and all three questioners today are wearing blue shirts water inside fantastic uh I have this actually not really a question but an accusation to the three you Facebook LinkedIn and Twitter I believe I believe ask anybody who was a marketer in this audience they will tell you that you&#39;ve done a pathetic job of educating the marketers on how to leverage you&#39;re such a powerful uh [Applause] product I actually and I burn millions of rupees in Facebook but you know I&#39;m very unhappy like there&#39;s no you know kind of contact number Google guys are literally behind me in fact Google is sponsored my participation over here you please come and Le social marketing so Facebook doesn&#39;t have a you know call center number or you don&#39;t have you I don&#39;t through agencies I do it directly on my own so like you know so I&#39;ll close I think we should engage with him offline sponsor some seminars yeah what is how many employees do you think Facebook has globally quick say 6,000 someone said I think that&#39;s reasonably close to the Twitter we all know how many employees WhatsApp as yeah this is not fair okay I&#39;ll I&#39;ll close here with a lot of thanks I took a lot of liberties with you uh luminaries today and you&#39;ve been very gracious in permitting me to do that but I I thought it was really rich and rewarding and uh we&#39;ll have Facebook sponsor us for the next seminar don&#39;t worry thank you very much everyone [Applause] than

Transcript for:Social Media Marketing Insights

Transcript for:
Social Media Marketing Insights